3. What happened to the traditional media?

4.  Cable News  Internet  Blogs  You Tube  Face Book  Tweeting

6. How to Communicate Your Message Successfully

7. "Effective communication is 20% what you know and 80% how you feel about what you know.“ - Jim Rohn "People don't really care how much you know until they know how much you care." - Mike McNight

8. o Listen o Do Not Assume You Know what the Question is o Have the Reporter Ask the Question Again o Focus on the reporter, don’t allow physical, physiological or psychological noise from distracting you o Speaking o Do Not Speculate o Do not use jargon or acronyms o Don’t talk too fast, or too slow o Practice words you have difficulty pronouncing, or use a substitute (figures for statistics) o Be Professional – Don’t be angry or hostile, don’t take it personally o Convey sincerity, courtesy and professionalism

9. "There is only one thing in the world worse than being talked about, and that is not being talked about." - Oscar Wilde “There's no such thing as bad publicity except your own obituary.” - Brendan Behan

11.  "My budget employees are the kind of people that run over dogs. I meant that in the best possible way." – former Federal Budget Administrator James Miller

12.  The average time of a sound bite for a television interview is?

13.  Significant Overriding Communication Objective “SOCO”

14. "I think that gay marriage is something that should be between a man and a woman." - Arnold Schwarzenegger, former California governor

15.  Kiss (Keep it short and simple)  A news interview is a business conversation  This is not a conversation, but keep it conversational  Do not use jargon or acronyms. Your audience won’t understand and will be distracted from your message

16. "Reports that say something hasn't happened are always interesting to me, because as we know, there are known knowns; there are things we know we know. We also know there are known unknowns; that is to say we know there are some things we do not know. But there are also unknown unknowns -- the ones we don't know we don't know." - Donald Rumsfeld, former Secretary of the Defense

17.  Prepare  Practice  Perform

18. Who is your audience? How do you get your message heard?

20. o Flagging is alerting the listener and audience that what you are about to say is noteworthy o “It is important to remember...” o “Let me emphasize that...”

21. Answering a question in a way that prompts a follow up question that you want to answer o “Statistics show that our program is effective...” o “We have taken steps to address this issue...”

22. "Yes, the operator should have seen the deer, and yes, it should have been removed." Pennsylvania state highway engineer after a road crew paved over a dead deer.

23. Building Credibility

24. o How should you dress for an interview? o What is the image you want to project? o Is what I look like really that important? o Perception vs. Reality

25. o Gestures o Tone of Voice o Posture o Eye Contact o Demeanor – Including language, facial expressions

26. “ Speak when you are angry and you will make the best speech you will ever regret.” - Ambrose Bierce

27. o Conservative solids or very small prints or stripes o Avoid flashy jewelry o Wear clothing appropriate for circumstances

28. What People Notice o How you look o Your posture and gestures o Whether you are calm, tense, anxious o Tone of Voice – even and balanced or frantic and nervous o Eye Contact

29. “ News is what somebody somewhere wants to suppress; all the rest is advertising.” - Lord Northcliffe “You can fool all of the people all of the time if the advertising is right and the budget is big enough.” - Joseph E. Levine

30. o Providing News? o Disseminating Information? o Influencing Public Policy? o Persuading the Public? o Make Money!!!

31. o Know what is newsworthy o Know how and who to contact in the media o Understand how the news media work o Know how to be interviewed o Give the same information to all reporters o News stories are driven by o Catastrophe o Crisis o Conflict o Crime o Corruption o Change

32. o Respect the reporters deadlines o Provide accurate information o Be accessible o Do Not Lie o If you don’t know the answer say, “I don’t know, but I’ll find out and get back to you.”

33. o Television – Tells the story with pictures and visuals o Radio – It is quick, immediate and can tell the story using your own words and voice o Print – More detailed, more space to tell a story.

34. "What I said to them at half-time would be unprintable on the radio." - Gerry Francis, Manager Bristol Rovers soccer team

35. Contacting the News Media News Releases News Conferences News Memos News Advisories UsThem

36. News Releases – A direct written statement to the media about an event, program or policy o Allows you to get your story out quickly o Gets information to the public o Keeps inaccurate information from the public o Provides the right amount of information o Should be faxed or emailed to the media outlet depending on their preference

37. A written communication to the news media announcing or advising of a news event, a special ceremony or other activity o A Life Savers event o Award of Valor o Speech o March

38.  A written communication with the news media advising of an opportunity, or information that is of concern to the public  Tour  Speech  Public Event

39. A news conference is a meeting with the purpose of disseminating information to reporters in one gathering o It is immediate o Opportunity to address reporters at one time BUT o It forces you to answer questions, so prepare, practice and perform o It can become a “feeding frenzy” if not managed correctly

40. Discussion Points o What is a crisis? o Do you have a plan? o Where will you meet with the media? o How Often will you meet with the news media? o Who will speak to the media? o Do you know how to contact the media?

41. "Those who disrupt train operations by committing suicide on the track will be fined $50,000.“ - Announcement from Taipei Mass Rapid Transit Company "The public is the only critic whose opinion is worth anything at all." - Mark Twain